Firstly, the paper establishes a brand-extension size model and adopts the marginal analysis to analyze the optimal solution of it. Secondly, research the brand-extension condition of G brand by questionnaire survey. There are 240 questionnaires handed out, with 211 withdrawing and 187 valid, by...

Marketers are increasingly leveraging the strength of Brand to enter into various product categories. Using an extensive survey, the authors examine the evaluation of brand extensions for real brands in hypothetical product categories. Comparison of success evaluation is obtained for the...

The aim of this study was to present selected aspects of consumer behavior towards brands in crisis situations. The perception of component elements of brands as well as the perception of prices were accepted as differentiating criteria. For every criterion three analytic levels were considered,...

In this article we try to present the general impression that online learning/real time virtual learning conveys. The myriad interpretations of online education are depicted elaborately along with its advantages and influence on various stakeholders. The disadvantages of online education reveal...

A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand...

The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime television and newspaper content. One commonly...

Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning...

This work compares consumers’ attitude towards the brand names changes by analysing the brand representation evolution through three processes of changeovers: merging (co-branding between the initial and new brands), substitution (a new brand name with the initial brand identity kept) or...

[ES] A lo largo de la última década, se ha originado un importante debate acerca de lo que debe entenderse por valor de marca. En la delimitación de este concepto se han utilizado varias perspectivas de análisis y criterios de estimación muy diferentes, de ahí que aún exista sobre este...

Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing...